Progressives

Meet our target audience: The Progressives

Open journalism

Open delivers Progressives

‘Open’ Journalism

Progressive Audience

What do we mean by Progressive?

What do we mean by Progressive?

Forward-looking individuals who are curious about the world and embrace change and technology

Defining Progressives They agree with five out of these six statements:

• I am interested in other cultures • It is important to be well informed about things 6 million

unique browsers • I like to be surrounded by different people, cultures, ideas and lifestyles • I am interested in international events • I think that we should strive for equality for all 11 minutes average • Whensession I needtime information, the first place I look is the internet

Progressives Highly up–market and affluent

70% ABC1 vs. 50% (rest of GB popn.)

£49k average household income vs. £33k average

57% working

Average age 42

vs. 42% (rest of GB popn.)

vs. 48

Progressives vs rest of GB popn.

39%

Progressives

39

75% Adventurous, socially conscious and digitally savvy

75%

“I prefer surfing the internet 18% to watching TV”

23%

18%

23% 36%

42%

36

42% Progressive audience profile (%)

Progressives

Rest of GB popn.

Non-Progressives

Progressives

Non-Progressiv

39%

Progressives

75% Adventurous, socially conscious and digitally savvy “It is important that a company acts18% ethically”

23%

20

48% 36%

42%

39 75% Progressive audience profile (%)

Progressives

Rest of GB popn.

23%

Non-Progressives

Progressives

Non-Progressiv

18%

39%

Progressives

75% Highly active consumers 149 137

Index 100 = average GB adult

23%

87

83

88

36%

42%

“I buy new products before most of my friends” Progressives

18%

134

Rest of GB popn.

“I love to buy new gadgets and appliances” Non-Progressives

“I tend to go for premium rather than standard goods and services” Progressives

Non-Progressiv

Progressives More likely to use a range of brands and products

146

232

183

154

122

174

121 148

126

137

Source: TGI Net 2011 Q3 Index vs average British adult (index 100)

GNM delivers progressives… … like nobody else

Progressives quality news total audience weekly GB reach (millions)

2.93 2.85

Source: GNM Total Audience Research Wave 1 2011.

1.89 1.39

GNM reaches more progressives across all media than any other quality news provider